Translated by Nicola Mira
Published on Jun 25, 2024
Salomon is taking its game to the next level. In a matter of weeks, the French sports apparel and equipment brand has unveiled an impressive flagship store on the Champs-Élysées in Paris, along with another statement store in the bustling Marais district, located at the intersection of rue des Francs Bourgeois and rue Vieille du Temple. This retail expansion brings the total number of Salomon stores in Paris to four, indicating the brand’s continued push towards greater success.
Following its listing on the NYSE earlier this year, Amer Sports, in which Chinese group Anta has held a majority stake since 2019, has ramped up its retail growth efforts, with a specific focus on expanding the presence of its Canadian brand Arc’teryx, as well as that of Salomon, which was acquired by Amer Sports from Adidas in 2005. Under the leadership of Jie Zheng, CEO of Amer Sports and interim CEO of the French brand Salomon following Franco Fogliato’s departure, ambitious plans are underway to elevate Salomon’s positioning. The brand’s staff is hard at work revamping its product range and identity to establish itself as a specialist in mountain sports with a lifestyle appeal.
In recent years, Salomon, based in Annecy, has become the go-to footwear brand for many urban consumers and has forged connections within the fashion world, particularly with the XT6 model. This shift became evident a year and a half ago when Rihanna showcased the Cross Low shoes, designed in collaboration with MM6 Maison Margiela, during the Super Bowl halftime show.
“As an American, I knew Salomon primarily as a ski brand for serious enthusiasts. However, Salomon’s business structure has evolved significantly,” said Scott Mellin, former global VP of mountain sports at The North Face, who was appointed as the global chief brand officer of Salomon in January 2023. Mellin emphasized the brand’s transformation into a footwear-centric company, highlighting a shift away from its historical focus on winter sports equipment. He underscored Salomon’s commitment to innovation and sustainability, particularly in the footwear category, where the brand’s strength lies in product development and technological advancements.
The narrative of the new Parisian flagship store is centered around blending performance with sportstyle to appeal to a wide audience. Mellin stressed the importance of authenticity, leveraging athletes and innovative products like the S/Lab range to resonate with the sports community. The store on the Champs-Élysées showcases Salomon’s history and premium offerings, aiming to enhance brand awareness and storytelling.
Salomon’s evolution towards a fashion-forward brand has been a gradual process, with designers and fashion players recognizing the appeal of outdoor activity-themed fashion. The brand has stayed true to its roots while collaborating with the right communities and designers, leading to a growing trend of integrating Salomon products into haute couture outfits. Meyzenq highlighted the brand’s evolution and its ability to introduce a fresh perspective in the fashion landscape. Las zapatillas inspiradas en el rendimiento al aire libre se están convirtiendo en un segmento genuino”, agregó.
Para fortalecer su posicionamiento, Salomon ha firmado recientemente varios embajadores, una estrategia novedosa para la marca, ya que apunta a atraer a comunidades relacionadas con la moda y la cultura. Salomon ha establecido vínculos con la cantante y compositora británica Ama Lou y el músico estadounidense de origen colombiano Feid, para apuntar específicamente al mercado estadounidense. Sin embargo, en términos de posicionamiento de marca, el enfoque sportstyle debe permanecer fuertemente vinculado al componente de rendimiento.
“Necesitamos trabajar en ambos aspectos simultáneamente. Un error que algunas marcas parecen haber cometido en el pasado es oscilar entre los dos, pero si te alejas del rendimiento, los clientes cambiarán a otras marcas y perderás autenticidad. La estrategia de Salomon es [centrarse en] tanto en elementos de rendimiento como de sportstyle”, dijo Mellin. “En los próximos cinco o seis años, creo que las dos categorías podrían valer lo mismo [Salomon no publica sus resultados financieros, pero es la marca más influyente en el segmento de rendimiento de Amer Sports, que valía $1.67 mil millones en 2023 – nota del editor]. Dependerá del valor general del negocio. El potencial de nuestras categorías de productos en el mercado de rendimiento es aproximadamente cinco veces menor que su potencial en el mercado de estilo de vida. Una participación del 1% en el mercado de estilo de vida podría ser equivalente a una participación del 5% en el mercado de rendimiento”, agregó.
Por lo tanto, Salomon tiene como objetivo tranquilizar a sus clientes de rendimiento con nuevos conceptos de tienda y campañas, a la vez que atrae a potencialmente nuevos clientes. “Un equilibrio complejo que lograr,” dijo Mellin, agregando que el territorio de la marca de Salomon “no está en el rango de menos de €100. Nuestras oportunidades de mercado principales están en el rango de €120 a €180. Y veo, por ejemplo, que S/Lab [productos] tienen la capacidad de elevarse más, aprovechando la innovación y la tecnología. [S/Lab] es una de las líneas con mayor potencial de mercado en el panorama del equipamiento deportivo.”
¿El cielo es el límite? El CEO de Amer Sports, Zheng, estuvo en París la semana pasada, asistiendo a varios eventos organizados por las marcas del grupo, pero no expresó sus opiniones al respecto.
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